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Optometry Australia launches community eye health awareness campaign

MEDIA RELEASE

Optometry Australia today launched a new national information campaign aimed at increasing awareness of the need to have regular eye health examinations throughout life to prevent avoidable vision impairment.

The Good vision for life campaign responds to Australians’ passivity towards their eye health and the alarming fact that almost half of the Australian population suffers some form of long term vision impairment – the vast majority of which can be treated, and in some cases avoided, through regular eye examinations.

“Far too many Australians are waiting until they have symptoms of vision deterioration or eye conditions before seeing an optometrist,” said Optometry Australia’s President and Brisbane-based optometrist, Kate Gifford.

“Some eye diseases don’t actually show any symptoms for a long time, but when they do appear, it is often too late for prevention or early detection, and significant vision loss may be the result,” she said.

Good vision for life further aims to reduce the $16.6bn economic burden that vision disorders have on the Australian economy. “That’s a massive $45.5m per day or $1.9m per hour,” said Mrs Gifford.

Mrs Gifford said that unlike many community health campaigns, Good vision for life does not dwell on fear. “While we needed to highlight the consequences of not seeking regular eye health examinations, we also wanted to create a campaign that motivated action and not dwell on dread.”

The warm and friendly creative direction, developed by Melbourne advertising agency Fuel, is underpinned by the key messages of the value to the Australian community for prevention and early detection.

At the centrepiece of the campaign is a new consumer website – goodvisionforlife.com.au. The website is the campaign’s primary call-to-action, supporting a wide range of eye health and vision information as well as a Find an optometrist search functionality.

The campaign supports a strong digital element including online advertisements, social media and video, as well as radio and a moderate TV campaign. It has been designed to appeal to a target audience of 40-59 year old Australians, the majority who have children under 18, are still in the workforce and have ageing parents. Optometry Australia worked with boutique agency Media33 on channel selection.

The organisation’s 4,300 members are also being encouraged to participate in the campaign through a range of promotional opportunities to increase their own local community’s understanding of the need for regular preventive eye health examinations.